4-page Case Study - Posted 5/1/2007
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CBS Television Web Sites Amplified by Visitor Videos, Images, and Audio
The CBS Television Stations Digital Media Group wanted to increase interaction and engagement with viewers. Using Microsoft® Silverlight™ (formerly code named “WPF/e”), CBS worked with partner frog design to create a rich, easy-to-use Web application that supports member-generated audio, video, and image files. The application further serves its audience by allowing affiliates to personalize the experience, focusing on events and interests within their community.
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This Web application, created using Microsoft® Silverlight™, enables our audience to engage, interact, and share their local stories and content. |
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Darren Person, CTO, CBS Television Stations Digital Media Group |
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Business Challenge
Viewer-generated content flourishes online—as do concerns about its accuracy. CBS sought a strategic offering that would tap into viewer knowledge while maintaining journalistic integrity. Remarks Darren Person, CTO, CBS Television Stations Digital Media Group, “In this new age of information, our site visitors are quickly becoming the fastest sources of breaking news. We want to leverage their content, while ensuring seamless review and approval processes.”
Solution
CBS partnered with Microsoft and, with the help of frog design, used Silverlight to create a Web application that allows visitors to submit content. According to Mark Ligameri, Executive Creative Director at frog design, “The rich media solution provides real people the ability to offer reports on their communities. Working within its network of affiliates, CBS can screen the content for accuracy, and then post this content.”
The application also promotes community. Visitors can rate, comment upon, and share content, engaging with news in a fresh way. Adds Person, “We also included the capability for ad integration. Advertisers can reach a localized, targeted audience.”
Differentiating Through User Experience
“The streamlined, minimalist design makes content the hero. A sleek screen and clear navigation lend visual and spatial priority to the media files themselves,” says Ligameri.
© 2007 Microsoft Corporation. This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
